How to Run Lead Generation Campaigns on LinkedIn
Posted: Tue Dec 03, 2024 5:20 am
With over 650 million users worldwide and more than 12 million registered users in Italy, LinkedIn is not only the best social network for business, perfect for expanding and cultivating your professional network, but also an excellent Lead Generation tool.
The implementation in 2017 of the Lead Ads format , “copied” from Facebook, has literally revolutionized the way of doing massive Lead Generation through advertising campaigns that can be managed on the platform.
In fact, if LinkedIn has never represented, due to its high average CPC costs, the ideal advertising platform for website or landing page traffic campaigns, with the introduction of the Lead Ads format, advertisers have finally had a truly effective tool available to obtain new profiled contacts at decidedly acceptable costs , especially from a B2B perspective.
In this article we will see in detail, step by step, how to create and manage a Lead Generation campaign on LinkedIn and how, consequently, to find new profiled contacts for your company ... also exploiting the logic of Inbound Marketing !
LinkedIn Lead Ads: How It Works
First of all: how does a LinkedIn Lead Ads campaign work? These are estonia whatsapp number data 5 million essentially ads that, instead of sending the user to a website or landing page, allow you to collect data directly from LinkedIn .
The data is in fact collected through a contact form that opens as a pop-up immediately after clicking on the ad. And be careful: the data will already be pre-filled! LinkedIn in fact retrieves data such as Name, Surname, Email, Company, Title and many others directly from the user's profile, who will then simply have to accept any checkboxes relating to privacy and send the data.
Two simple clicks and you will have obtained a new profiled lead, essentially.
You can also use the Lead Ads format in two different types of campaigns: sponsored ads and sponsored InMail . The campaign logic changes, but not the final goal, which will always be to generate new leads directly from LinkedIn.
Why use Lead Ads on LinkedIn?
The Lead Ads format has been a real revolution for Lead Generation campaigns : if previously you were always forced to push the user to a website or landing page to bring home the contact, with the introduction of Lead Ads not only has the development of ad hoc landing pages become superfluous at times, but above all the typical obstacles of a conversion path have been overcome, ranging from the little time available to the user while browsing from a mobile, to the often complicated user experience on smartphones (slow connection, poorly responsive sites, etc ...).
With the Lead Ads format, everything else takes a back seat and the entire conversion path becomes much more streamlined, for the user…and for us!
New call to action
LinkedIn Lead Ads: When It's Effective and How to Use It
Following the logic of Inbound Marketing, producing downloadable content (lead magnets) such as infographics, guides or e-books, linked to the various phases of the Buyer's Journey , Awareness, Consideration and Decision, is certainly a good basic strategy that can allow you to intercept the target user by stimulating their interest, whatever the phase of the conversion path they are in.
The first two phases prove to be particularly effective in terms of Lead Generation and the development of Awareness and Consideration contents that are able to attract and engage the user, meeting their needs, solving problems or providing solutions, can maximize the generation of contacts , maintaining the CPL in absolutely acceptable values.
Obviously in these cases, since we are dealing with basically cold leads, who have not shown a specific search intent towards us, but only an interest in the content we have produced (download of an infographic, a guide or an e-book), it will always be necessary to do nurturing, perhaps through Workflow Email.
This does not mean that it is not possible to generate leads even at a more advanced stage of the conversion path, such as a request for a quote, booking a free consultation or a simpler request to register for a webinar/event, for example by using remarketing or prospect email lists .
The more profiled the target, the greater the possibility of making even the most decisional phase of the user's conversion path effective.
How to Create a Lead Ads Campaign on LinkedIn
To create a Lead Ads campaign on LinkedIn, start by selecting the “Lead Generation” campaign objective:
After setting the audience, format (image ad, carousel, InMail), budget and bid, you move on to creating the ad and contact form.
TIP: To create an effective ad, always consider inserting a fake CTA button in the graphics , linked to your campaign objective, so as to stimulate clicks on the ad, increasing the CTR.
3_lead_in
The next step will be to set up a call-to-action and connect the contact form to the ad, selecting it from the drop-down menu if already created previously, or creating it from scratch.
Creating a new LinkedIn Lead Ads form requires you to enter an “Offer Title,” which will be displayed prominently, and “Offer Details” text, which is optional in this case.
In reality, both are particularly important to maintain a clear focus on the content of the ad and encourage the user to take the last step before sending the data.
The implementation in 2017 of the Lead Ads format , “copied” from Facebook, has literally revolutionized the way of doing massive Lead Generation through advertising campaigns that can be managed on the platform.
In fact, if LinkedIn has never represented, due to its high average CPC costs, the ideal advertising platform for website or landing page traffic campaigns, with the introduction of the Lead Ads format, advertisers have finally had a truly effective tool available to obtain new profiled contacts at decidedly acceptable costs , especially from a B2B perspective.
In this article we will see in detail, step by step, how to create and manage a Lead Generation campaign on LinkedIn and how, consequently, to find new profiled contacts for your company ... also exploiting the logic of Inbound Marketing !
LinkedIn Lead Ads: How It Works
First of all: how does a LinkedIn Lead Ads campaign work? These are estonia whatsapp number data 5 million essentially ads that, instead of sending the user to a website or landing page, allow you to collect data directly from LinkedIn .
The data is in fact collected through a contact form that opens as a pop-up immediately after clicking on the ad. And be careful: the data will already be pre-filled! LinkedIn in fact retrieves data such as Name, Surname, Email, Company, Title and many others directly from the user's profile, who will then simply have to accept any checkboxes relating to privacy and send the data.
Two simple clicks and you will have obtained a new profiled lead, essentially.
You can also use the Lead Ads format in two different types of campaigns: sponsored ads and sponsored InMail . The campaign logic changes, but not the final goal, which will always be to generate new leads directly from LinkedIn.
Why use Lead Ads on LinkedIn?
The Lead Ads format has been a real revolution for Lead Generation campaigns : if previously you were always forced to push the user to a website or landing page to bring home the contact, with the introduction of Lead Ads not only has the development of ad hoc landing pages become superfluous at times, but above all the typical obstacles of a conversion path have been overcome, ranging from the little time available to the user while browsing from a mobile, to the often complicated user experience on smartphones (slow connection, poorly responsive sites, etc ...).
With the Lead Ads format, everything else takes a back seat and the entire conversion path becomes much more streamlined, for the user…and for us!
New call to action
LinkedIn Lead Ads: When It's Effective and How to Use It
Following the logic of Inbound Marketing, producing downloadable content (lead magnets) such as infographics, guides or e-books, linked to the various phases of the Buyer's Journey , Awareness, Consideration and Decision, is certainly a good basic strategy that can allow you to intercept the target user by stimulating their interest, whatever the phase of the conversion path they are in.
The first two phases prove to be particularly effective in terms of Lead Generation and the development of Awareness and Consideration contents that are able to attract and engage the user, meeting their needs, solving problems or providing solutions, can maximize the generation of contacts , maintaining the CPL in absolutely acceptable values.
Obviously in these cases, since we are dealing with basically cold leads, who have not shown a specific search intent towards us, but only an interest in the content we have produced (download of an infographic, a guide or an e-book), it will always be necessary to do nurturing, perhaps through Workflow Email.
This does not mean that it is not possible to generate leads even at a more advanced stage of the conversion path, such as a request for a quote, booking a free consultation or a simpler request to register for a webinar/event, for example by using remarketing or prospect email lists .
The more profiled the target, the greater the possibility of making even the most decisional phase of the user's conversion path effective.
How to Create a Lead Ads Campaign on LinkedIn
To create a Lead Ads campaign on LinkedIn, start by selecting the “Lead Generation” campaign objective:
After setting the audience, format (image ad, carousel, InMail), budget and bid, you move on to creating the ad and contact form.
TIP: To create an effective ad, always consider inserting a fake CTA button in the graphics , linked to your campaign objective, so as to stimulate clicks on the ad, increasing the CTR.
3_lead_in
The next step will be to set up a call-to-action and connect the contact form to the ad, selecting it from the drop-down menu if already created previously, or creating it from scratch.
Creating a new LinkedIn Lead Ads form requires you to enter an “Offer Title,” which will be displayed prominently, and “Offer Details” text, which is optional in this case.
In reality, both are particularly important to maintain a clear focus on the content of the ad and encourage the user to take the last step before sending the data.